3. To emphasize a focus on health
As healthcare reform has prompted an increase in population health initiatives, "health" has become more of a buzzword than ever. Some marketers I've spoken with worry that swapping "hospital" for "health" will make people confuse their organization with a gym, but many are taking that risk.
One of them is Lodi (CA) Health, which changed its name from Lodi Memorial Health System this year.
"Honestly, we've been an integrated health system for a long time now," Lodi Health President and CEO Joe Harrington said in a statement. "We need a name that better reflects our system, and believe Lodi Health captures that."
The health system is also rolling out a new tagline—"Your care, our compassion"—to highlight its renewed emphasis on personal health.
I will particularly keep an eye on this trend. I'm curious to see if the change from "hospital" or "medical center" to "health" resonates with patients.
In branding, as in life, there is no reward without risk. Time will tell if these three trends were worth it.